Tendências do uso de Vídeo Online para Profissionais da área de Marketing

We recently partnered with Aberdeen Research on a survey of more than 100 sales and marketing professionals about the use of video and rich media in their marketing efforts. The research provided that many marketers are successfully capitalizing on the power of video. According to Aberdeen, the ones that are leading the way in engaging with consumers, building brand loyalty and driving conversions all have one thing in common — they are more likely to use video in their content marketing efforts.

The research proves that these best-in-class organizations are using video to communicate with customers and prospects at every stage of the buyer journey. These organizations are:

  • 38% more likely than all other companies to use video in their external communications
  • Outperforming the rest of the market 2:1 when it comes to website conversion rates
  • 30% more likely to have professional grade in-house video production capabilities
  • 33% more likely to have a solid plan for reaching devices and social destinations
  • Twice as likely to leverage big data and video analytics data to measure the performance of their content
  • Five times more likely to use an online video management platform

Marketers of all sizes are faced with a variety of challenges in reaching their audience across an ever-changing, and increasingly noisy, landscape of social channels, devices and screens. It’s great to see these best-in-class organizations achieving success with video and driving engagement, brand loyalty and conversions.

A exemplo das eleições americanas, pesquisa mostra como o engajamento através de Vídeos Online foram decisivos para a campanha dos candidatos

On the eve of the 2012 election, we were very interested to see the results from a new study from the Pew Research Center which found that 55% of all registered voters have gone online this election season to watch video content related to the election campaign or politican issues. 

Certainly between the last election and now, consumer behavior has changed significantly with more and more people tuning in to video content on their mobile devices, tablets and connected TVs rather than just on their PC. Anytime access to information is the gold standard for how to engage with voters of all ages today, and the new data from Pew Research underscores the importance of video content in the voter education process.  

Other interesting findings from the report include:

  • 48% of Internet-using registered voters watch video news reports online about the election or politics
  • 40% watch previously recorded videos online of candidate speeches, press conferences or debates
  • 39% watch informational videos online that explain a political issue
  • 37% watch humorous or parody videos online dealing with political issues
  • 36% watch political ads online
  • 28% watch live videos online of candidate speeches, press conferences or debates
  • 62% have had others recommend online videos for them to watch related to the election or to politics

In terms of the types of video content that voters are tuning in to, Pew Research found that viewing cuts across news reports, speeches, debates, ads and event videos, among others.

Like the rest of the country, we’ll be watching closely for the results tomorrow to see how it all plays out. And of course, we’ll be particularly interested in looking back on this election to understand the impact that online viewing had in shaping voter’s decisions and the outcomes.

TEDx escolhe o Video Cloud para fazer Live Streaming

Brightcove is proud to be the live streaming video partner of the TEDxDumboevent taking place in Brooklyn, NY on Saturday, October 13th. The event will take place at the Galapagos Art Space in Brooklyn, but thanks to the Brightcove Video Cloud online video platform, will also be streamed live attedxdumbo.com/livestream starting at 10:20 am ET on Saturday. 

TED is a nonprofit organization devoted to “Ideas Worth Spreading”, which started as a conference to bring together people from three worlds — technology, entertainment and design. Today, TED has expanded to include two annual conference - the TED Conference and the TEDGlobal conference - as well as the award-winning TEDTalks video site, the Open Translation Project and TED Conversations, the TED Fellows and TEDx programs, and the annual TED Prize.

TEDx is designed to give communities, organizations and individuals the opportunity to stimulate dialogue through TED-like events at the local level. TEDx events feature TEDTalks videos and live presenters and are fully planned and coordinated independently and on a community-by-community basis. 

TEDxDumbo will feature an exciting lineup of live speakers and prerecorded TED Talks, as well as a series of Action Pitches that will give 3 projects the opportunity to share their story and gather support from the TEDxDumbo community and gather support. 

We look forward to supporting this great event and helping TEDx fans in the local community and around the world to take part! 

Online advertising will make up 10.4% of total ad spending in 2012, eMarketer estimates, and will account for nearly 15% by 2016.
Latin America boasts far more mobile phone users—nearly 390 million in 2012—than web users. Yet here too there is enormous untapped potential. eMarketer estimates that fewer than two-thirds of the entire population will use a mobile this year, and less than one in four of those individuals will have a smartphone. Across the region, the number of people using a mobile handset to go online in 2012 will reach 100 million.
Despite the slow advance of some technologies, internet users in Latin America have seized many digital opportunities with enthusiasm. For example, the region currently posts some of the world’s most impressive levels of social networking, according to eMarketer calculations. Data from comScore also points to extraordinarily high social networking engagement in early 2012. Brazil is reckoned to have one of the highest proportions of internet users using social networks (74% in 2012) anywhere in the world, eMarketer estimates. Overall, 68.9% of web users in the region will be regular visitors to social sites this year—well above the global average of 61.9%. The regional average will continue to exceed the worldwide average by more than five percentage points until 2014.
(Fonte: eMarketer)
Apple TV e a Transformação de Web Apps em aplicativos “Dual Screen” para Tablets e Smart TV’s
Earlier this year we announced and demonstrated a new capability within our App Cloud platform for creating Dual Screen Apps for Apple TV. This got a lot of attention and opened up people’s minds to the way in which our lives are being transformed with tablets and TVs. If you’re not familiar with the concept or what we were announcing, embedded here is a demo of the capability.
A lot of the focus was on how people might provide apps that support watching video content, which is a natural use case. In our minds, however, the opportunity for dual screen apps is a much larger opportunity to transform how content and applications are experienced, whether in the home living room, the office meeting room, the classroom, the retail store, the hospital, and really any other context where people are interacting around content and information and where that information would benefit from rendering and display on a large screen such as a TV monitor.
To better understand this concept, it’s necessary to step back and reconsider the nature of how we write software and the user experience model for software.
Today, the predominant user experience model for software and applications online is a single screen. We browse to Web applications on a desktop PC, mobile browser or tablet browser and interact with and consume content and applications on that screen. It is very much a single, individual user task. Likewise, we install apps onto these devices and consume and interact with information, perform tasks, make purchases, etc. through these apps. Again, this is a solitary single individual task.
As a result, when software creators plan their applications, they are typically designed and developed with this single user, single screen concept in mind.
Dual screen apps change all of that by shifting the software and user experience model from one user to potentially many, and from one screen (PC/phone/tablet) to two screens (phone/tablet AND TV monitor). From a software development and UX perspective, the large monitor (which is the true 2nd screen, vs. the standard concept that puts the tablet as the 2nd screen) becomes an open computing surface where one can render any form of application functionality, information, data and content.
Importantly, designers and developers need to shed the concept that “TVs” are for rendering video, and instead think about “TVs” as large monitors on which they can render applications, content and interactivity that is supported by a touch-based tablet application.
While we have the greatest affinity for large monitors as fixtures of the living room, increasingly flat-screen monitors are a becoming a ubiquitous part of our social fabric. In fact, large monitors often sit at the center of any social setting. In the home, these large monitors provide a social surface for those sharing the living room space. Increasingly, monitors are a common part of nearly every business meeting room space — not for watching video, but for projecting shared content and business data and presentations that support business and organization collaboration. Likewise, monitors are in medical and hospital settings providing visual information to patients. They are increasingly in nearly every classroom, whether through a projector or an actual TV monitor and support the presentation of information that is needed for a collection of students. Large monitors are increasingly ubiquitous in retail settings as well.
The key concept here is that this pervasive adoption of TV monitors is the tip of the spear in creating a social computing surface in the real world. Forget about social networks that connect people across their individual, atomized computing devices, the real social world is groups of people in a shared space (living room, office, classroom, store, etc.) interacting around information and data on a shared screen.
Until very recently, the way in which these TV monitors could be leveraged was limited to connecting a PC through an external display connector to a projector or directly to a TV. The recent breakthrough that Apple has fostered and advanced more than any other computing or CE company is AirPlay and associated dual screen features in iOS and Apple TV.
Specifically, Apple has provided the backbone for dual screen apps, enabling:
Any iOS device (and OSX Mountain Lion-enabled PCs) to broadcast its screen onto a TV. Think of this as essentially a wireless HDMI output to a TV. If you haven’t played with AirPlay mirroring features in iOS and Apple TV, give it a spin, it’s a really exciting development.
A set of APIs and an event model for enabling applications to become “dual screen wware” (e.g. to know when a device has a TV screen it can connect to, and to handle rendering information, data and content onto both the touch screen and the TV screen).
With the existing Apple TV unit sales already outselling the XBox in the most recent quarter, we can see a world that goes from approximately 5M dual-screen capable Apple TV’s to potentially 15-20M in the coming 1-2 years, and eventually to 30-50M units as new and improved versions of the Apple TV companion device come to market.
As a result, it’s an incredible time to experiment with this fundamental shift in computing, software and user experience, to embrace a world where the Tablet is the most important personal productivity device, and the TV is a rich and powerful surface for rendering content and applications.
As we rethink the TV as a computing surface for apps, it’s really helpful to have some ideas on what we’re talking about. Below are a series of hypothetical examples of what is possible today and of course what will be even bigger as these new dual screen run-times proliferate.
Buying a House
Imagine that you’re looking into buying a house. You open your tablet app from a reputable home listing service and perform a search using criteria that you care about and begin adding potential fits to a list of houses you’d like to explore. When you select a specific house, the app detects you’re connected to an Apple TV and launches a second screen on the TV that provides rich and large visual displays about the house — HD quality photos and contextual information about the house. Here, the power of dual screen is the fact that you and your spouse can sit in the living room and explore a house together without crouching over a computer or tablet on someones lap, and the house can be presented with HD quality media and contextual information.
Buying a Car
Imagine launching the BMW app on your tablet and deciding to both learn about car models and configure a car. Like buying a house, often a ‘social’ decision between partners. On the TV, the app renders a high quality rendition of the car. As you explore the car’s features from your tablet, associated media (photos, video and contextual meta-data) render onto the large TV in front of you. As you configure your car using your tablet, it updates a visual build of the car on the large screen — not sure what a specific feature of the car provides, it provides an inline HD video onto the big screen.
Kids Edutainment
Looking to introduce your 3-year old to key cognitive development concepts? Launch a learning app where the child interacts with the tablet application and sees visual information, animation and other content on the TV screen. Their touches on the tablet instantly produce rich and relevant content on the TV screen. Learning to count? Feed cookies over AirPlay to the cookie monster on the TV who eats and counts with you. Learning about concepts like near and far? Tap the table to make a character move closer and away from you. Build a character on the tablet and watch the character emerge on the TV screen.
Sales Reporting
As a sales manager, you walk into your team conference room with a TV monitor mounted on the wall. You kick open your Salesforce.com tablet app on your tablet and begin filtering and bringing up specific reports on your tablet, and with the touch of a button you push unique visual reports onto the shared surface of the conference room TV. Here, the sales manager wants control of the searches and filters they have access to and only wants to render the charts and reports that are needed for the whole team to see.
Board Games
Imagine playing Monopoly with your family in the living room — 1 or 2 or maybe even 3 touch devices present (phones, iPod Touches, iPads) — each player has their inventory of properties and money visible on their device. The app passes control to each user as they play. On the TV screen is the Monopoly “board” with a dynamic visual that updates as users play — the movement of players, the building up of properties, etc.
The Classroom
A teacher walks into a classroom with an Apple TV connected to a HDMI capable projector that projects onto a wall or screen. From their tablet, they pull up an application that is designed to help teach chemistry and the periodic table — they can control what element to display up on the screen, which on the TV display provides rich information, video explanations, etc. The app is designed to provide ‘public quiz’ functionality where the TV display shows a question, presumably related to material just reviewed or from homework, students raise their hand to answer and then the answer and explanation is displayed.
Doctor’s Office
You are meeting with your doctor to go over test results from an MRI scan. The doctor uses his or her tablet to bring up your results, picks visuals to throw onto the TV monitor in the room, then uses his or her finger to highlight key areas and talk to you about they’re seeing.
Retail Electronics Store
You’re at a Best Buy and interested in buying a new high quality digital camera. A sales specialist approaches you with tablet in hand and asks you a few questions about what you’re interested in while tapping those choices into their tablet app. From there, it brings up on a nearby TV display a set of options of cameras — based on further probing, they drill into a specific camera choices which brings up a rich visual with a video overview of the specific camera that you’re interested in.
Consuming News
A major revolution has just broke out in a nation across the planet. Time Magazine has captured incredible audio, photos and video of the events. You and your friends sit down in front of the TV to learn more. You open the Time Magazine tablet app and bring up a special digital edition about the revolution. From the tablet, you flip through and render onto the TV rich HD quality photographs, listen to first hand audio accounts (accompanied by photos) and watch footage from the events. The app renders a huge visual timeline of the events that led up to the revolution. It’s an immersive media experience that can be easily shared by friends and family in the living room.
Consuming Video
Last but not least, of course, Dual Screen Apps will be essential to any app that is about consuming video — whether a news or magazine app, a vertical website (think Cars.com, BabyCenter.com, AllRecipies.com, etc.), or of course a catch-up TV app from a TV network or show that you care about. You open the app on your table to explore what to watch, and when you’re ready to watch the show instantly pops onto your TV in gorgeous HD quality, and the tablet app becomes your remote control and presents relevant contextual information about the video, episode or what have you.
The Transformation of the Web into Tablet and TV Dual Screen Apps
Virtually every application that exists on the Web and Phones and Tablets likely has a dual screen use case. Simply put, Web and app designers and developers need to imagine a world where the tablet and TV are a single run-time for their applications which each screen providing distinct value for the user controlling the app and the user consuming rich media and information on a large display. Sometimes this is just one person (like picking and watching a show or playing a game or learning something), but crucially and very often I believe that these apps will be designed with multiple users — and a social context — in mind.
What are we doing about this?
A few months ago, we launched App Cloud Core (learn more here), a free online service and open source SDK that empowers Web and app developers to build cross-platform native apps (aka hybrid native apps) for iOS, Android and Apple TV. App Cloud Core includes a suite of developer tools for building, testing, debugging and compiling hybrid apps in the cloud using HTML5, CSS3 and JavaScript. In the App Cloud Core SDK we include rich libraries for using native device APIs (and soon writing native code plug-ins), for constructing rich touch-centric user interfaces, and data services libraries for things like content caching, offline usage, file downloads and other key capabilities. We’re trying to help unleash the talent and creativity of the millions of existing Web designers and developers into the market of native app development for key consumer devices. You can think of App Cloud Core as a really strong, feature rich and free alternative to Adobe’s PhoneGap and Appcelerator’s Titanium.
As part of this, we’ve released a set of additional APIs that enables developers to use HTML5 to build dual screen apps that work on iOS and Apple TV. We’ve abstracted the screen detection and communications plumbing, and updated our app development model to incorporate what we call multi-view applications (see simple API doc here) which enables a developer to use an HTML5 view on the TV and provides a simple means for each screen to communicate data and events to each other. (If you’re a developer, you can also find simple reference example source code for both Dual Screen Videoand Dual Screen Web Views on our Github repo).
Specifically, as a developer, let’s say you have an App that has several views and sections that can be used on a phone or tablet. Using the new dual screen multi-view APIs, your app can detect when a user has a connection to their Apple TV and automatically render a unique view or interface onto the TV screen, enabling all of the kinds of examples illustrated in the scenarios above.
Where is this going?
This is such a groundbreaking approach to apps and software we expect lots of others to try and emulate what Apple is doing. Already, Microsoft is promoting the ability to use its Surface Tablet in conjunction with apps built for the XBox. Samsung has introduced features in its tablets and TVs to enable easy media sharing from your tablet or phone onto a Samsung Smart TV, and surely Google will follow suit with similar features to AirPlay in the Android OS. While for now we’ve made a bet on Apple’s innovation in this space, we’re deeply committed to the idea of easily and cost effectively building cross platform apps and will monitor these developments closely and support them if it makes sense for developers and end-users.
Additionally, Apple is still early in deploying this technology, and it is a little bit hidden from end-user view — e.g. learning how to turn on AirPlay on a phone or tablet is somewhat hidden in the iOS environment. There are also bugs with how it is implemented, sometimes resulting in flaky behavior. We expect major changes as well as native code capabilities directly on the Apple TV, and we’ll be surely evolving our SDKs to stay on top of any changes that do come down the pike.
However, it’s very clear to us that there is a great future in dual screen apps, and we are excited to encourage designers and developers to start exploring and digging in and experimenting with what we expect to become a fundamental new paradigm in consumer software and media.For more developer resources on dual screen apps, check out Todd Yard’s recent blog post on "Building a Dual Screen Video Application with App Cloud".

Spuul Leverages Brightcove Video Cloud and Zencoder for Indian Video Portal

We are lucky enough to work with innovative customers around the world, and we always get excited about customers that have the potential to be truly disruptive. One such example is Spuul, which is a service that legally provides Indian content online to anyone in the world. Think NetFlix or Hulu for Bollywood.

Launched in 2010 in Singapore, Spuul is on a path to become the dominant Web portal for Bollywood distribution. The company has a large and fast-growing library of movies and TV shows available today from major content producers, including UTV, Eros, Reliance, Rajshri and Unisys. Spuul generates revenue in several different ways, including through its “freemium” ad-supported content than anyone can sign up to view at no charge and its premium subscription-based content that starts at $4.99 per month. The company also offers .99 cent specials with a 72 hour pass for other content. 

Early on, Spuul recognized the need to deliver the highest quality viewing experience possible, which is a major challenge when dealing with the large file sizes of movies. Rather than trying to cobble together a variety of solutions to address each piece of the puzzle (encoding, delivery, digital rights management, advertising, storage, distribution, etc.) and having to hire a sizeable technical staff to manage it, the company looked to both Brightcove and Zencoder (which we acquired in August) to give them the best of both worlds — world-class encoding in the cloud and the market-leading online video platform for publishing and delivering the content.

With the Zencoder cloud-based encoding service, Spuul is able to take many different types and sizes of source content files and quickly convert them to the appropriate size and rendition for high quality streaming to desktops and Apple iOS devices. The Zencoder service also provides the fastest encoding times and enables Spuul to easily scale up or down depending on the size and quantity of video files they are processing.

Spuul is also able to tightly integrate the Zencoder service with the Brightcove Video Cloud online video platform so once the files have been encoded they can quickly begin the publishing process through Video Cloud. With Video Cloud, Spuul is able to deliver high quality playback experiences to users on any desktop or iOS screen, as well as deliver ads on top of the content when necessary. Video Cloud also enables Spuul to ensure its content is protected through Brightcove’s support for a range of DRM technologies, which is crucial when dealing with studio-produced premium content.

In the future, Spuul hopes to expand its reach to Android devices and connected TV platforms from Samsung, LG, Boxee, Roku and Google TV.

Consumidores cada vez mais entendem a importancia da tecnologia em multipataformas
Consumers like to multi-screen.
That’s according to a new report from Google, which not only turns “multi-screen” into a verb, it sheds some interesting light on consumer behaviors across multiple devices. In “The New Multi-screen World,” Google takes a 24-hour snapshot of the interplay between consumers - or multi-screeners - and their media engagement and multitasking habits across smartphones, tablets, PCs/laptops and TVs.
While the report covers everything from media usage in daily life, motivations for engaging with media, and the role search plays, it makes some particularly compelling points around the use of mobile with other screens and the impact that activities on one screen have on another. Specifically, Google identifies two primary modes of multi-screening: sequential usage and simultaneous usage.
Sequential users move among different devices at different times to accomplish a task. This could be something like searching for a TV listing on a tablet and later watching the show on your television set; or perhaps checking for flights on a smartphone and then booking tickets using a PC.

Complementary device usage sets the stage for synchronized dual-screen experiences.

Simultaneous users, meanwhile, use multiple devices at once for either unrelated or related activities. Unrelated activities could be something as simple as checking Facebook on your smartphone while watching TV, or browsing the Web during a television commercial break. Related activities might include using your smartphone to look up an actor who’s in a television program you’re watching, or using a tablet to get more information about an ad you just saw.
Google makes some good points about content on one device triggering behavior on another, saving progress between devices, and tailoring marketing strategies to each channel. They also stress that another screen is being used most of the time that TV is being watched, and suggest TV marketing strategies should line up closely and integrate with digital device strategies.
The integration of strategies is an interesting concept on its own, but why not extend it even further by actually synchronizing experiences between the TV and personal device? Rather than have a viewer search for that actor in the show they’re watching, what if the full cast list and bios along with other complementary information was already waiting at their fingertips on their iPhone? Or imagine if deeper, more immersive information about an advertised product was already waiting on the viewer’s iPad just as the ad aired on TV?
We feel these types of dual screen experiences have the potential to finally make TV truly interactive and really change how we think about creating content, be it programming, advertising, or even combinations thereof. Kind of how 3D is causing many filmmakers to take new approaches to movie making, the addition of a complementary second screen introduces entirely new dynamics to TV, in terms of how it’s made, consumed and monetized.
To foster the creation of these types of experiences, we introduced the App Cloud Dual-Screen Solution for Apple TV back in June. Part of our App Cloud mobile app platform, media publishers can use it to develop rich content apps for the iPhone and iPad that simultaneously control content, data, and information presented on an HDTV alongside synchronized content displayed on an iPad or iPhone. Our CEO, Jeremy Allaire, put together a quick video that takes viewers through a couple of samples, which you can watch here.
We’re really just beginning to grasp the staggering potential of what dual-screen could hold, and we have a long runway ahead of us. It’s fascinating time as the worlds of media, entertainment and technology continue to converge in so many new and different ways, and we at Brightcove are genuinely excited to be right in the middle.

IBC 2012 - Brightcove Is First with Widevine Commercial Availability

Today Brightcove announced the commercial availability of Google’s Widevine multi-platform digital rights management (DRM) technology as part of Video Cloud, delivering on the commitment we first made at NAB this year. We’re proud to be the only online video platform provider offering commercial availability of Widevine DRM, and are equally excited to announce our first Video Cloud/Widevine customers in Television New Zealand and LG Electronics.

DRM is a critical step in the evolution of online video as publishers are under increasing pressure to monetize their premium content and services. Widevine supports monetization strategies by protecting valuable video content against piracy and misuse while also ensuring the integrity of business relationships such as licensing and distribution agreements between content owners and distributors.

Using Widevine, Video Cloud customers can securely deliver and enable playback video across a broad array of consumer electronics devices including connected TVs, Blu-ray players, smartphones, game consoles, tablets, set-top boxes and PCs. With more than 539 million enabled devices worldwide, Widevine offers one of the largest DRM footprints in the industry.

Television New Zealand Online Product Manager Richard Beniston commented on the importance of DRM for his organization: “As a broadcaster holding a significant amount of acquired content, DRM solutions are critical to our ability to securely deliver key content to the endpoints where our viewers want us to be. The Widevine/Video Cloud solution enables us to extend our service to a number of crucial connected devices, and Brightcove has demonstrated a clear understanding that cross-platform DRM is an integral piece of the puzzle for us.”

LG Electronics, also a Video Cloud customer, is using our Widevine integration to bolster its premium content initiatives. “LG is increasing the amount of high-quality premium video content on the LG Connected TV platform in direct response to consumer demand,” says Young-jae Seo, vice president of the service division of LG’s Smart Business Center. “Brightcove’s integration of Widevine with Video Cloud seamlessly automates the complicated processes associated with digital rights management, allowing us to securely deliver content and protect our content partnerships.”

Our cloud-based Widevine DRM is incorporated into Video Cloud’s media asset ingestion process. This lets content owners and licensees securely upload premium content for programmatic encryption and packaging with Widevine DRM. The packaged assets can be distributed through Video Cloud to distribution partners and CDNs for delivery to Widevine-enabled CE devices.

We’re showing the Video Cloud/Widevine DRM integration during IBC, September 7-11 in Amsterdam. We encourage you to visit the Brightcove stand, 5.C20, to see it for yourself. 

Vale a pena utilizar vídeos na publicidade online?

Media Mind avalia que falta pouco para a publicidade com vídeos online ocupar realmente uma posição de destaque. Porém, ainda há muito potencial a ser explorado.

Mais de 80% da população brasileira assiste a vídeos na internet, segundo a ComScore. Neste contexto, análise da Media Mind aponta que as agências já incluem em suas campanhas anúncios que exploram essa mídia. Parece que falta pouco para a publicidade com vídeos online ocupar realmente uma posição de destaque. Porém, ainda há muito potencial a ser explorado. O formato pre-roll, muitas vezes, não passa de uma repetição da versão exibida na TV. Para estimular os consumidores com criatividade, basta seguir algumas dicas.

Planeje e analise a audiência
Quem vê vídeos na internet costumar ser disperso. Então, antes de tudo, planeje. Anunciar nos principais publishers custa caro. Por essas razão, deve-se buscar por outras fontes de audiências. Os mercados de Ad Exchange e as redes de audiência ampliam o alcance das campanhas e conseguem reduzir o custo por usuário único.

Ofereça interatividade
Deixar os usuários escolherem o vídeo e exibir conteúdo mais interessante ao redor do anúncio são estratégias capazes de conquistá-los. Uma pesquisa da MediaMind relevou que os internautas são 200% mais propensos a engajarem com um anúncio interativo com vídeo que com um banner interativo. Aprimorar a relevância do anúncio melhora a experiência do usuário e a performance da campanha.

Crie anúncios sob medida
Em vez de repetir o mesmo anúncio com formato mid-roll, utilize a Otimização Criativa Dinâmica. Entregar um vídeo de acordo com a localização do internauta é tão simples quanto trocar o criativo baseado no idioma dele. De acordo com interação do usuário com um anúncio visualizado previamente, é possível mostrar informações sobre o produto, oferecer um desconto e exibir a localização da loja mais próxima.

Mantenha o anúncio atualizado
Sequenciar a mensagem publicitária fideliza o usuário, proporciona resultados mais robustos e reduz custos. Existe a possibilidade de iniciar a campanha com um pre-roll para sensibilizá-lo e engajá-lo a partir de um mid-roll interativo. Como costuma navegar por diversas páginas ou sites, redirecioná-lo a um banner rich media permite que ele aprenda mais sobre o produto. A exibição de outro banner na sequência evoca a lembrança da marca.

Simplifique os processos
As campanhas podem ser armazenadas, gerenciadas e analisadas por apenas um ad server. Essa opção torna mensuração, atribuição e otimização mais simples. Além disso, os dados são disponibilizados em tempo real para a realização de mudanças rapidamente. Comparações com parâmetros similares em múltiplos canais por meio de todo mix de mídia também podem ser feitos.

Utilize vídeos online
Ainda restam dúvidas? Aproveite as inovações não apenas para encantar sua audiência, mas também para obter os melhores resultados.

(Proxxima, 05/09/2012)

Adoção de cloud computing dobrará até 2015

Estudo global com 500 executivos realizado pela IBM revela que 16% já processam aplicações em cloud e 35% pretendem adotar esse modelo em 3 anos para promover inovação e ganhar mais eficiência.

O número de empresas que migrarão suas infraestruturas de TI para cloud computing para revitalizar seus modelos de negócios dobrará nos próximos três anos. Esta foi a constatação do estudo global “O poder da nuvem: inovação nos modelos de negócios”, conduzido com mais de 500 executivos pela divisão de consultoria da IBM com o instituto de pesquisa Economist Intelligence Unit.

O relatório foi realizado com o intuito de entender melhor como as organizações têm utilizado esse modelo e como pretendem empregá-la no futuro com maior segurança e eficiência.

Entre os entrevistados, 16% afirmaram já utilizar funcionalidades em nuvem para promover inovações, como ingressar em novos nichos de negócio ou remodelar um segmento de mercado existente. Trinta e cinco por cento deles pretendem adotar a nuvem, até 2015, como ferramenta de transformação de seus atuais modelos de negócios. Reduzir complexidade, viabilizar novas experiências aos usuários e conquistar maior escalabilidade e flexibilidade de custos são os principais fatores para adoção do modelo.

Outros 62% apontaram a colaboração com parceiros externos como um objetivo-chave ao adotar a nuvem, enquanto 57% citaram vantagens competitivas de custo através da integração vertical como uma motivação importante. Entre os participantes da enquete, 56% indicaram a abertura de novos mercados e canais de implementação como um fator motivador no uso de cloud computing.

(Fonte: ComputerWorld)

Allrecipes.com utiliza o Video Cloud como plataforma de vídeo online

Online video is on fire in the kitchen according to a great new report released by Brightcove customer Allrecipes.com, a leading online resource for cooks of all skill levels. Its Measuring Cup online survey of more than 2,500 community members, which Allrecipes.com first conducted in 1999, indicates that three-quarters of women watch cooking videos online.

The percentage of women who feel how-to videos are an imperative to recipe websites has nearly doubled between 1999 and now, from 45% to 74%. The trend, says Allrecipes.com, is likely to continue as nearly half of the respondents believe more people will learn how to cook from videos than from their parents in 15 years.

Allrecipes.com first started creating original video content in 2007 and has produced 1,000 videos to date. The world’s # 1 digital food brand uses video throughout its website to “entertain, educate and inspire home cooks,” according to its website.

Original productions such as “What’s Cooking” are among the 1,000 videos Allrecipes.com has created for its Website.

Some other fun facts from the report:

  • Smartphones are key: More than one-third of respondents report having used a smartphone to look up a recipe.
  • Chicken is in demand: Chicken is the number one search term worldwide.
  • Websites in, cookbooks out: 44% of respondents would choose cooking websites if they were allowed only one cooking resource for the rest of their lives as compared to 19% who would opt for cookbooks.
  • We’ll have the lasagna: With 14 million page views, “World’s Best Lasagna” is Allrecipes.com’s top recipe of all time.

Apparently easier access to recipes hasn’t actually made cooking any easier. Allrecipes.com says only 35% of cooks offered a positive response when asked if recipes make cooking easier. That compares to a 73% positive response rate in 1999.

The Internet has done a lot, but it still can’t cook your food for you … yet.

NBC utiliza o App Cloud para transmitir vídeos ao vivo e on demand em múltiplos devices

Proclaiming its coverage of the London Olympics to be the most watched event in U.S. television history, NBC unofficially declared open season on the slicing and dicing of viewing numbers, stats and trends for the 2012 summer games. While the analysis is sure to be wide and varied over the coming days and weeks, it can be easily argued that London was a watershed event for TV Everywhere/multi-screen video/cross-platform entertainment.

For starters, these games were the first in which every single competition was streamed live. While much of the television coverage (NBC leveraged two broadcast networks, four cable networks and two specialty channels) was tape delayed, visitors to NBCOlympics.com (available in computer and mobile Web versions) and NBC Olympics Live Extra mobile app users could watch any competition in real time, assuming they verified their device with their TV operator.

NBC’s Olympics mobile apps were downloaded more than eight million times.

And verify they did. NBC says cable, satellite and telco TV subscribers verified nearly 10 million devices. That’s roughly 10% of the total pay TV homes in the U.S. It’s also a testament to consumers’ willingness to authenticate subscriptions for access to Olympics coverage. In exchange, NBC delivered 159.3 million total video streams (64.4 million live), constituting 20.4 million hours of total video (13.6 million live). For context, those figures more than double the 2008 Beijing Olympics totals of 75.5 million streams and 9.9 million hours of video.

Engagement was also up significantly compared to Beijing, with NBCOlympics.com users spending an average of 30 minutes per visit during London as opposed to 12.3 minutes for Beijing.

What’s also interesting is the sheer volume of data available for analysis and reporting in countless different ways. London is the first Olympics to take place in the “big data” era, which is evident to how quickly and thoroughly NBC was able to track and turn around such a broad and detailed range of information in such a short period of time. In fact, InformationWeek just published a great story on big data and the Olympics.

By the way, NBC sold $1.25 billion in advertising along the way and looks to have turned a profit on the $1.18 billion it paid for the rights, according toBloomberg. It’s not clear whether the advertising figures reflect both online and broadcast advertising or only broadcast.

Either way, with TV Everywhere potentially adding $12 billion in annual revenue to the U.S. TV ecosystem in the next three to five years, content owners are likely taking notes on what NBC achieved in London and how as they continue to develop and launch other initiatives to get a piece of the sizable pie.

Helping content owners get in on the TV Everywhere action is something we’re firmly committed to here at Brightcove. Through our digital media solutions, many of the world’s leading media organizations are realizing the full value of their content by simplifying the complexities created by today’s technologically and geographically diverse consumer base.

Among those solutions is the Video Paywall Solution Framework we introduced at NAB this year. It’s a completely pre-integrated platform that organizations can use to build and manage their own subscription and pay content services across devices and platforms.

If you’d like to learn more and see our solutions for yourself, we invite you to visit us at IBC next month in Amsterdam. We’re exhibiting on stand 5.C20 if you’d like to stop by. Or if you prefer to set up an appointment, emailibc@brightcove.com and we’ll be glad to schedule some time with you.

PUMA utiliza o Video Cloud para fazer live streaming durante as finais dos 100m e 200m

03/Agosto, 2012

The London Olympics are in full swing and starting today, all eyes will turn to Olympic Stadium as the always popular track and field events kick off. As part of this, we are very excited to be working with our customer, PUMA, to support a series of exciting events they will be live streaming from the PUMA Yard in London. 

Opened at the start of the Olympics, PUMA Yard is a sprawling pop-up venue that, in homage to PUMA’s partnership with Jamaican sprinter Usain Bolt, brings a little bit of Jamaica to London, with food, drinks, games and chances to try to beat Bolt in the 20-meter “Everyone Can Bolt” Speed Test. The Yard also features live music and performances each night, making it a hugely popular stop for folks in town for the Games. 

On Sunday, August 5th, and Thursday, August 9th, PUMA.com will feature live streams of the PUMA Yard in London, powered by Brightcove Video Cloud,during the 100m and 200m finals, capturing the excitement of the crowd, breadth of the Yard activities, and build up and reaction to both race events.  The Yard live stream will not only be available on PUMA.com, but accessiblevia Facebook as well with optimized viewing for desktop, mobile and tablets thanks to Video Cloud. 

We are very excited to partner with PUMA and continue to support their innovative efforts to deliver true multi-screen experiences for PUMA and sports fans everywhere. This exciting opportunity will allow those of us who aren’t lucky enough to be in London to feel the excitement of the races and of the PUMA Yard from anywhere.

SBS Sports utiliza o Video Cloud para transmitir os jogos olímpicos de Londres ao vivo e em 3d!

Another Brightcove customer is taking advantage of Video Cloud to suppot live coverage of the London Olympics. This time it’s SBS Sports Limited in Korea, which is part of SBS Media Holdings Co. 

SBS Sports is leveraging Video Cloud to deliver live broadcasts of London Olympic events in 3D to the Samsung Smart TV platform, including the Opening Ceremonies. Content is being streamed live through Video Cloud to a special SBS Sports London Olympics Samsung Smart TV app created by a local Korean development agency. Catch-up video on-demand content will also be available in 3D. 

The app is geo-restricted to Korea, but pictured below is Brightcove’s James Yoon showing off the high quality 3D experience. 

Brightcove offers free sample reference apps for major connected TV platforms which help organizations like SBS Sports to reduce the time and effort it takes to build Smart TV apps. Learn more about our reference apps here